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How can you gain a better understanding of your customers to boost
customer engagement and behavior? Obtaining critical customer
information is one key aspect that will garner better business decisions
and enhance customer satisfaction. To help retailers improve their
understanding of this business strategy, we recently participated in an RIS News webinar1 with Nikki Baird principal of RSR Research, and Nathalie Belanger, vice president of eCommerce for Reitmans, a 900+ store multi-brand, multi-channel apparel retailer.

In
our last blog post, we discussed how important it is to target your
customers using a personalized approach. That not only helps align your
offers with their interests to generate more sales (which you can
measure against control groups), it also makes them feel valued and
appreciated –- helping to build loyalty long term. With these goals in
mind, the question then becomes, “How do we learn a little more about
our customers in order to segment them accurately and effectively?”

I was shopping for shoes the other day at one of my favorite stores and getting ready to pay, when the Associate asked me for my contact information. That would have been fine of course; these days you would be hard-pressed to find a retailer who is not making an effort to capture your personal information. But this was a place I had shopped at several times and that already had my profile! What’s more, it wasn’t the first time this had happened. A small error perhaps, but it made me feel as though the retailer simply didn’t care enough to “remember” who I was or what I liked, and didn’t respect me enough to worry about wasting my time and marring my experience – which it did. In fact, it compromised my impressions just enough to make me think, right there at the POS, that next time I needed shoes I would first look somewhere else.

I was shopping for shoes the other day at one of my favorite stores and getting ready to pay, when the Associate asked me for my contact information. That would have been fine of course; these days you would be hard-pressed to find a retailer who is not making an effort to capture your personal information. But this was a place I had shopped at several times and that already had my profile! What’s more, it wasn’t the first time this had happened. A small error perhaps, but it made me feel as though the retailer simply didn’t care enough to “remember” who I was or what I liked, and didn’t respect me enough to worry about wasting my time and marring my experience – which it did. In fact, it compromised my impressions just enough to make me think, right there at the POS, that next time I needed shoes I would first look somewhere else.